KNVB

Positive impact through connection

The social impact of sport, and football in particular, is enormous. According to our 2021 research, football connects more than 8 million Dutch people every year and they spend more than a quarter of their free time on it. As a player, volunteer, parent or fan. Football is therefore the 'largest social network in the Netherlands'.

The Royal Dutch Football Association (KNVB) was founded in 1889 and is the largest sports association in the Netherlands. The KNVB’s mission is to take football in the Netherlands to an increasingly higher level and to use the connecting power of football for a positive impact on society. This fits in well with PwC's purpose: to build trust in society and help solve important problems.

That is why PwC has been a strategic knowledge partner of the KNVB since 1 September 2023, using our knowledge and expertise to contribute to the mission of the KNVB. Specifically in the areas of ESG and impact measurement, (equal) opportunity and issues related to renewal, innovation and technology.

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PwC & KNVB | Strategic Knowledge Partners

PwC & KNVB | Strategic Knowledge Partners

As of 1 September 2023, PwC is a strategic knowledge partner of the Royal Dutch Football Association (KNVB). The KNVB’s mission is to take football in the Netherlands to an increasingly higher level and to use the connecting power of football for a positive impact on society. “This fits in well with PwC's promise: to build trust in society and help solve important problems. This is a powerful starting point for this new knowledge-driven partnership," says Agnes Koops-Aukes, CEO of PwC Netherlands.

Professional football connects 8.2 million Dutch people from all walks of life. This is according to research conducted by PwC in 2021 on behalf of the KNVB, Eredivisie CV (ECV) and Coöperatie Eerste Divisie (CED). The social impact of football is enormous; football plays an important role in society and in the lives of millions of Dutch people. Football has a unique power to bring people together. A power that is unmatched by any other sport, event or activity in the Netherlands. Koops-Aukes: "In the last years of our previous partnership with the KNVB, we focused on increasing the social relevance of football. This will again be an important part of the future cooperation.”

PwC strategisch kennispartner van de KNVB

Caption from left to right: Veronique Roos-Emonds - member of the Board of Directors PwC Netherlands, Marianne van Leeuwen - director of professional football KNVB, Agnes Koops-Aukes - CEO PwC Netherlands, Dave Dekker - commercial director KNVB.

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PwC & KNVB | Agnes Koops & Marianne van Leeuwen

Marianne van Leeuwen, director of professional football KNVB, agrees, and adds: “With our strategic plan 2022-2026, we are raising the bar in several areas. To take the next step, we need strategic and organisational insights. That’s why we are very happy to have PwC as our knowledge partner.”

The KNVB works together with professional football clubs, amateur associations, the government and social and commercial partners to make a positive impact on society. Van Leeuwen: “Football has so much to offer society and we want to communicate this in a substantive and structural way. But we see more opportunities where we can make an impact together with PwC.” Koops-Aukes: “We will use our broad knowledge and expertise in various areas to tackle the challenges facing the KNVB, so that together we can achieve the greatest possible social impact. I am therefore very enthusiastic about our new collaboration.”

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David Verweij

Sponsormanager, PwC Netherlands

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